After months of drooling over their insta feed I finally managed to track down Alyce Tran, one half of the team behind The Daily Edited, to chat about the TDE journey so far and what obsessed customers such as myself can look forward to over the next few months. Would it be wrong if I bought every piece in every colour? Credit card, beware!
What inspired you to leave a stable career in corporate law and start your own business?
We are both quite level headed people and we had been working exceptionally hard for the last 6-8 months working full time as lawyers and running TDE at the same time, as a result of this we didn’t leave our jobs in law until we were comfortable that there was a future for us with TDE. So it probably wasn’t so much some sort of inspiration but rather a practical financial decision!
What have been the greatest achievements and challenges so far on your The Daily Edited journey?
It’s still early days with The Daily Edited and I’m not sure we’ve achieved anything so great as yet but we loved what we did with our Pop Up store at Westfield Pitt St Mall earlier this month. Being online we don’t engage with our customers other than via email, chat and the odd phone call so it was a great thing to meet some of our loyal customers and recruit some newbies to TDE too!
Every day TDE throws up new challenges for us whether it be staying ahead of trends and on point with our collections, some logistical debacle with our ever growing number of orders we are dispatching daily to finding enough time to get all the things done on our to do lists!
Go on be honest, how many amazing TDE pieces do you have in your own personal collection?
It probably doesn’t surprise you but I have one of each item in every colour with a variation of my initials or Alyce on it. I live and breathe the brand, never without a bit of TDE, EVER. In all seriousness, it’s the best way to test product and understand customer concerns with any of our designs!
What can TDE fans expect to see coming up in your collections over the next few months?
We are working towards fully customizable items (exciting!) and we are moving to expand our desk life category, stay tuned, so many new exciting products and collaborations with international talents on our end.
What is the must have piece for Spring?
We are loving our resort pouch collection, with this capsule collection we are stepping away from our core a little just for the season. Our bright coloured pouches are the perfect way to jump on the bright resort colours seen on the runway during resort collection showings of Chanel, Gucci and the like. They’re an affordable way to jump on the brights trend!
If you could get TDE into the hands of your dream celeb, who would it be?
I’ve been asked this before, and perhaps if I keep wishing for it, it will happen. Olivia Palermo, enough said.
Absolutely, enough said!